The Hazel Green herald. [volume] (Hazel Green, Wolfe County, Ky.) 1885-19??, 1887-10-14
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Interesting Interview with william, III.
Wannmnker, OF PhiladeIphin.

Interesting Interview With william III.
Wannmaker, OF Philadelphia.
Mr.. William III. Wanamaker, u mem
| Der of the world famed Philadelphia firm
of Wanamaker & Brown, is in the city
on brief business trip. A reporter, who
is thinking Of quitting the dull routine
of writing up murders, Opponents and
court reports and going into that health
full literary pursuit, the advertising bus
mess, and knowing that the firm Of Wan
amaker u Brown are among the greatest
and most successful advertisers on earth,
he sought the above named gentleman.
Upon asking for some pointers regarding
the experience of that firm IN advertisins,
he was entertained and instructed by the
following vigorous remarks:
THE FOUNDATION STONE OF SUCCESSFUL
ADVERTISING.
Said Mr.. Wanamakcr: "The business
man who expects TO attain success in ad.
vertsing must get the confidcnc of the
public by telling ilr his announcements
the clean, clear-cut, unvarnished truth in
the most vigorous, healthful way his
power of expression will permit We
have been in business just a quarter of Il
century," continued Mr.. Wanamaker;
"and have always made it point to tell
the exact truth. If we had 99S garments
for sale we never advertised q 1000, and
if we had 5000 we did not announce
that we had $4,000. The day has gone
by for eXaggcration, if indeed it ever had
successful existence for more than that
time. There is no people anywhere
that can be humbugged or deceived
more than once. Your customer, while
he may not know the intrinsic merit of
what you offer, can form a pretty fair
idea of quality, and once you mislead him
his confidence is gone forever and be-
sides that he will influence a portion of
his circle of friends against you. If there
is one thing ! would Oher as a maxim to
advertisers it is this; The truth pays
We stick to it in our advertisements as
well as in our stores. If a garment is
part, cotton the label on il says So"
THE NEWSPAPER AS A MEDIUM.
"ln the twenty-five years we have been
in business" continued Mr.. Wanamakcr,
eve have tried about every kind of ad-
vertising Of anything like a legitimate
character that has been offered. Some
years we have spent over a quarter Of n
-.
eau readily see that we have given the
subject very much practical trial, aud
have studied it theoretically as u science
In all these years ne have watched the
returns carefully from every standpoint
we have taken, and are now prepared To
give our unqualified opinion that more
and better returns are given to Us through
the newspapers than all the other means
we ever tried, and as | have said, VIC
have given them all thorough show"
ADVERTISING EVERY DAY.
Owe advertise every day in the year."
said Mr.. w, except Sunday. There il
always some trade doing, even in the
dul!Cst season, and wc strive - divert
the floating or transcicut trade TO our
place. Again, when business ordinarily
Is dali, people who see our invitations in
the news Papers are more apt to read
them for the reason thar thGy have more
time TO read aud there are tower adver-
tiscments chen; aud besides this, the fact
Of our advertising lIbeTallv suggests the
impression that we have what they want
70 buy aud IL specially desirable and
cheap. This, in connection with the
reputation Tor enterprise which We gain,
pays us well 10 always keep before the
public Ia good, readable and attractive
shape, And now ! would say word 10
you VI tho necessity of constant a0yer.
tisiug.
MANY merchants who have been ia
business for a certain uumbcF oi years
will say oh, we are ~ asli knowni u